Results tagged “PBS” from ARTicles

Alarm bells are sounding for PBS' The News Hour, where the loss of a major corporate underwriter has cut the show's budget. And the cut looks like it's not just the loss of a major sponsor but an indicator of a failing business model. From Monday's NYT:

Not only are corporations cutting back on all forms of advertising during the current economic slowdown, but public television's model -- soliciting long-term commitments -- is also increasingly out of step with the changing needs of corporations, which no longer sponsor public television programs for purely philanthropic reasons.

"Now, it's more a marketing-driven conversation, about audiences, and delivery and engagement," said Rob Flynn, vice president of communications and marketing for "NewsHour."

In the last five years, corporate underwriting on PBS has varied; in 2007, it totaled $91 million, or just under 23 percent of all program financing, PBS said. But the core series of the PBS schedule, like "NewsHour," "Nova" and "Masterpiece Theater," known internally as the icon series, have had corporate underwriting drop 40 percent.

Okay, so public television is facing the same problem everyone else is - a business model that seems to be failing and no obvious remedies in sight.

I have two reactions to this story. First, the "corporate underwriting" conceit is a bit disingenuous at this point. Public television and public radio in the US both run commercials and have for some time. They may be differently formatted than on the commercial airwaves, but they are commercials. Arguably, for the audiences public broadcasters serve, the "underwriting" format is more effective advertising than the shall we say "less subtle" form found on commercial TV. If advertisers are abandoning The News Hour and PBS, they've made the calculation that their messages aren't getting out as effectively as they once did. Commercial broadcasters (not to mention newspapers) have been finding their advertisers melt away after similar calculations. With expanding consumer choice, the pie is being redistributed and the stale bits are being passed over.

My second reaction is to...

May 21, 2008 11:34 AM |


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